Marriott International is bringing its upper-midscale Fairfield
brand to China.
Marriott signed a development agreement with Eastern
Crown Hotel Groups, and the partners plan to open 100 Fairfield hotels in China
by 2021.
Craig Smith, president of Marriott International Asia
Pacific, said that an increase in disposable income in China's middle class is
driving a rising demand for "higher-quality mid-range accommodations."
“Fairfield will focus on young consumers and business
travelers looking for a comfortable and productive stay at a great value,”
Smith said.
Fairfield is Marriott International's second-largest chain with 750-plus hotels, according to the company. (Courtyard is the
company's largest with about 1,000 properties.)
Eastern Crown, based in Guangzhou, franchises and operates
midscale hotels. Its portfolio includes hotels under four brands: City Comfort
Inn, Jtour, ECharm and ECheng.